Samsung Raises the Volume on Their New Speakers
164% lift in recall of Samsung ads on Spotify compared to control.
17% lift in interest for Bluetooth speakers for phone compared to control.
77% agree ad is relevant to me (1.2x industry benchmark).
When Samsung planned to debut two of their new smart speakers, they wanted music to be a key part of their campaign, as it is an essential medium to communicate with their audience. They sought to raise awareness of the new speakers among their target audience, adults 18-45 in the Netherlands.
Spotify leveraged a multi-format campaign that would drive awareness through attention-grabbing Homepage Takeover, and spread their message via sight sound and motion with video. Samsung used Spotify’s Sponsored Sessions to reward users with 30 minutes of ad-free listening after they watched a slick video about the new speakers. Samsung also referenced Spotify’s playlist in their ad, which got users' attention and felt relevant to the moment they were listening in.
Formats: Homepage Takeover, Sponsored Sessions, Video Takeover, Desktop Overlay, Mobile Overlay
Flight: December 2017
Source: LeanLab, 2018